Google's mission in life was to build a search
engine that would give people exactly what they were searching for, as
fast as possible. If you were searching for "California
butterflies" they wanted to give you the very best and most popular
California butterfly websites on the very first page of results.

They developed an amazing mathematical formula
for figuring out who visited websites and why, and using that information
in their search engine.

So ... when they began to sell Pay Per Click
advertising, they were extremely concerned that advertisers should also
put out messages that were highly relevant.

Google rewards you for being relevant, and they
let people who are searching vote for you. If your ad gets clicked on,
it's relevant. If it doesn't, it's not. It's that simple.

The higher your clickthrough rate - i.e., the
more folks who see your ad and click on it - the less you have to pay for
the position you want. But if you write lousy ads, Google will make you
pay more to get your ads to show at all.

So this creates a "Darwinian" effect, a
deliberate natural selection that weeds out bad advertisers and rewards
good ones. What's good for Google's customers is good for Google and good
for you.

When all the dust has settled, what really
matters is that your ads and your content be relevant to the keywords
you're bidding on. Your message must match what the person is thinking.

So ... what were they really thinking when they
typed in "California butterflies?" That is the question! Figure
that out and put it in front of them, and you'll win at Google. Write an
ad that matches exactly what they're searching for and you'll beat your
competitors by a country mile.

A Valuable Little Piece of Customer Psychology
for You:

Here's a little mental trick to help you write
Google ads.

Imagine that you are not you. You are your
customer.

You're not the dude with the cool solution.
You're the guy or gal with some stupid problem. You've got an itch and you
want to scratch it.

And you're not in front of your computer. You're
sitting in front of their computer. What do you type into the search bar
on Google?